What I believe. How I work.
I believe the best product design is invisible on the surface and obsessive underneath. My job isn't to make things pretty. It's to move business metrics without compromising the people on the other side of the screen.
Five years across four companies: Mobcoder (agency, client mobile work), Vaipra Tech (multimodal services agency, cross-platform delivery), SpeakX (EdTech, English-learning for Indian consumers), and currently Dalvoy (EdTech, 0→1 consumer product). Each leg built on the last.
What the work has actually moved. At SpeakX, the UPI-first checkout I rebuilt converted at ~3× the overall rate on its cohort. The post-payment features bottom sheet shipped +79.8% order creation. A new Home Page V2 lifted lesson starts by +62%. The Result Page redesign moved practice starts +19.5% and payment success +30.8%. A four-day A/B on the gamified read-along lesson held +2.7 points D0 activation across every day. The compound effect at the cohort level: Day-zero activation went from 25.5% to 60.7% on the paid base in twelve months, while CAC tripled around me.
Today, at Dalvoy. Building from 0 to 1. Day-30 retention has climbed from 3% to 10% (and still rising). The product is growing 2× month-over-month and ~25% week-over-week. 30%+ of acquisition is organic at a CPA under $0.10. The product is now past 1 Lakh+ downloads at 12K DAU / 94K MAU, and the newly launched Dalvoy Shorts feature has lifted both retention and engagement. The most honest test of everything I learned at SpeakX: same activation thinking, same funnel discipline, no warm distribution to lean on.
How I work. I partner tight with PM and engineering from day one. I prototype in Figma, validate cheaply, and sweat the edge cases. I write as much as I design: briefs, decision memos, post-ship teardowns. The written artifact often does more alignment work than any presentation.
What I'm optimising for next. A senior IC seat at a product company where craft, ambiguity, and measurable impact are all taken seriously. Companies like Tide, Amazon, Flipkart, or Google, places where design has real strategic weight and the problems are genuinely hard.
Six things I've shipped my way into believing.
Constraints are the brief
The best design solutions live within hard limits, not around them. I'd rather design for the constraint than negotiate it away and ship something that doesn't survive contact with reality.
Write before you wireframe
A well-written problem statement saves more time than any sprint. I won't open Figma until I can articulate the problem, the constraint, and the success metric in one paragraph.
Error states first
Happy paths are easy. The 1% edge cases, empty states, error recoveries, degraded experiences, are where real quality lives. I design those before I polish the hero screen.
Log what you defer
Every scoped-out decision is a debt. I keep a decision memo on every project: not what we decided, but what we knowingly deferred and why. It's the single artifact that prevents scope creep in engineering.
Users lie. Behaviour doesn't.
I use user interviews to understand mental models, not to validate features. If what someone says doesn't match what they do in the funnel, I trust the funnel.
Ship to learn, then ship to scale
A feature in 5% rollout with a clear learning objective beats a fully-polished v1 that takes three months to get to users. Speed of learning is a design skill.
Want to work together?
I'm currently exploring senior IC roles. Fastest way in is email.